The Iconic has expanded its partnership with Source Partnerships to enhance in-package advertising strategies, providing brands with targeted marketing opportunities.

Source Partnerships, a retail media agency specialising in in-package advertising and retail media solutions, will now manage The Iconic’s in-package advertising, which includes product samples, promotional inserts, and integration with retail media assets.

The agency been involved with The Iconic’s customer acquisition strategy since 2022, supporting the eccommerce platform’s development of beauty boxes. The expanded partnership will now allow both endemic and non-endemic brands to engage with The Iconic’s audience.

Founder at Source Partnerships, Andy Mulrenan, said: “We’re proud to deepen our relationship with The Iconic and bring innovative, results-driven retail media solutions to brands looking to engage customers in a more personal and impactful way… This collaboration will help brands connect with customers in a way that feels organic and creates genuine connections between brands and consumers.”

General Manager Marketing Partnerships & Lifestyle Categories at THE ICONIC, Josh Nunan, said: “The Iconic is committed to continuously enhancing the shopping experience for our customers while providing new ways for brands to connect with them,” he said.